Wk 5 - Practice: Ch. 19 - Advertising, Sales Promotion... [due Day 5]
An ______ is any paid form of nonpersonal communication about an organization, a product, a service, or an idea by an identified sponsor.
Blank 1: advertisement, ad, or advertising
Match the following factors that are considered in setting an advertising schedule with the correct description. Buyer turnover: Purchase frequency: Forgetting rate:
Buyer turnover: How often new buyers enter the market to buy the product. Purchase frequency: How often the product is bought. Forgetting rate: The speed with which buyers forget the brand without advertising.
______ of advertising is done usually at two separate times: before and after the advertisements are run in the actual campaign.
Evaluation
Match the three forms of product advertisements with the correct description. pioneering : competitive : reminder:
Pioneering - tells people what the product is, what it can do, and where it can be found. Competitive-promotes a specific brand's feature and benefits. Reminder-Reinforces a consumers previous knowledge of a product.
Match the following forms of pretests with the correct description. Portfolio test: Jury tests: Theater tests:
Portfolio test: Used to compare copy alternatives, by asking subjects for their impressions on the test ad as well as others. Jury tests: Evaluation of an ad by a panel of consumers, and rated in terms of concepts such as liking, attention, attractiveness. Theater tests: Advertising taking place during television shows or movies is evaluated by consumers.
Consumer-oriented sales promotions are used to support a company's ______.
advertising and personal selling efforts
One of the biggest differences between advertising and publicity tools is that ______.
advertising typically has a direct cost while publicity does not.
When Sleep Number airs a half-hour program on cable television to inform potential customers about the health and sleep benefits of its products, this is known as ______.
an infomercial
Trade-oriented sales promotions differ from consumer-oriented ones in that trade promotions ______.
are directed at intermediaries in the channel
Portfolio tests, jury tests, and theater test are likely to occur ______.
before an advertising campaign has begun
When it comes to advertising, most options can be quite expensive, which is why it is necessary to have a formal advertising ______.
budget
Product advertisements take three forms: pioneering, ______, and reminder.
competitive
Self-regulation by advertising agencies, trade associations and marketing organization have a common goal of protecting _____.
consumers
Posttesting most often does what for an advertiser?
determines if the advertising has accomplished its intended purpose.
The substantial financial commitment required of most advertising options, means that marketers should ______.
engage in a formal budgeting process
Advertising, like any part of the promotional mix, can be managed by following several steps. What are two of those steps?
evaluating executing
Which factors should be considered when setting an advertising schedule?
forgetting rate buyer turnover purchase frequency
By using self-regulation in promotional activities, marketers can do which two of these?
help consumers gain confidence in marketing communication efforts. minimize regulatory constraints and restrictions
In addition to fear appeal and sex appeal, the third common appeal used in advertisements is ______.
humor
Select two of the steps in the development of an ad campaign.
identify the target audience specify advertising objectives
Advertising functions performed by the company's own staff are said to be ______.
in-house
A Coca-Cola ad that highlights the firm's growing use of recyclable materials and other investments in sustainability is an example of ______ advertising.
institutional
A(n) ______ advertisement is used to build goodwill or an image for an organization rather than to promote a specific product.
institutional
An advertising agency that specializes in one aspect of the creative process is known as a(n) ______ agency.
limited-service
What are two types of advertising media? personal selling magazine radio sales promotion
magazine radio
To eliminate any possible bias related to judgments about some population segments in its target market, a firm's decisions about advertising should be based on ______.
marketing research about the target market
Newspapers, radio, and TV are examples of advertising ______.
media
Specifying a clear objective for an advertising campaign helps in selecting ______ and ______ the campaign.
media; evaluating
Select the two primary characteristics that define advertising.
paid nonpersonal
Following the execution of an advertising program, the marketer then must assess it. This is typically accomplished with ______.
posttesting
Coupons, deals, contests and sweepstakes, directed at the ultimate consumers, used to support a company's advertising and personal selling are forms of sales ______.
promotions
Publicity is considered to be integral to which part of the promotional mix?
public relations
The FCC recommends that firms conduct market _____ to eliminate possible bias related to judgments about some population segments as they identify their target audience for advertising.
research
Which two are among the most common advertising appeals?
sex fear
Which step in developing advertising is most helpful in selecting media and evaluating a campaign?
specifying advertising objectives
Sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors are known as ______-oriented sales promotions.
trade
Evaluation of advertising is usually done when?
After a campaign Before a campaign
Program-length advertisements on television that take an educational approach to communication with potential customers are known as ______.
Infomercials
